The Digital Content Newfronts open Monday with more than three dozen video companies ready to make their case for ad dollars at a time when spending is surging.
During last week’s CBS upfront presentation, network president Les Moonves took a few jabs at the recent Digital Content Newfronts, questioning whether digital companies have the chops to develop hits in the long term. He implied that the digital video presentations were little more than a load of hooey. But media buyers and planners don’t appear to agree with Moonves.
With the Digital Content Newfront kicking off this week, a look at the latest forecasts, how it compares to other media and how many people are watching.
During its Digital Content NewFronts presentation on Monday night, Yahoo presented its plans to siphon some of the $68 billion advertisers are expected to spend on U.S. TV this year. Those plans include: TV-length shows, live programming and the ability to retarget TV viewers with ads on Yahoo sites.
The NewFront digital upfront presentations were conceived to mimic the traditional TV upfronts, where networks try to interest advertisers in buying huge amounts of ad inventory for the coming year. But NBC Universal didn’t want its digital upfront to step on its traditional presentations either, so its pitch for 60 digital properties included no show screenings, relatively few celebrities and lots of concepts.
At their first Digital Content NewFronts in New York, AOL, Hulu, Microsoft, Yahoo and YouTube tout their professional-grade content to advertisers the way major television networks do.
Newsy Ramps Up For 24/7 News
NBCUniversal is joining other big digital companies in participating in a digital media version of a TV-style “upfront” event — becoming the first traditional media company to do so. For the “Digital Content NewFronts” series of events, NBCUniversal joins AOL, Digitas, Google/YouTube, Hulu, Microsoft Advertising and Yahoo. Plans are set for NBCUniversal to host its presentation May 1 in New York City.